It sends a cold shiver up the spine of men and brings a warm glow to the hearts of women.

Oh, that’s just rubbish!

There are plenty of men who think Valentine’s Day is a great chance to romance the women in their lives and plenty of women who wish it would be wiped off the calendar.

What Valentine’s has really become is a commercial holiday that cheapens romance by making it a box to be checked off every February 14.

That’s not what romance is about! Romance is not contrived. It does not come with a “sell by” date.

So how did we get to the current state of Valentine’s Day?

It actually started (and remains) a religious holiday.

The origin of the feast day is traced back to Saint Valentinus who, it is claimed, was imprisoned by the Romans for performing weddings for soldiers who were not permitted to be married. One legend has it that shortly before Valentine was to be executed, he wrote the first “valentine” note himself, to the daughter of one of his jailers.

In the Lutheran church and Anglican Communion, St. Valentine’s is a feast day.

While you might think the practice of giving flowers and love notes is recent, Valentine’s Day romance has been around since the 15h century, when the giving of flowers and written notes began.

So, if you are reading this editorial and have not yet taken action on Valentine’s Day, what might you do?

First, remember the origins of the holiday — Valentine wasn’t honored for promoting gooey romance, but for standing up for true love. For fighting the power of the state, as it tried to deny soldiers the right to marry.

Remember the tradition of writing. There isn’t anything wrong with a greeting card, but if you stopped what you are doing right now and took a few minutes to write a personal note to your spouse or mother or loved one, think about what that would mean to that person.

There is nothing wrong with giving flowers or candy or gifts. But think about the gift of time — a long walk or a relaxing meal or just quiet time on a couch.

Here’s another romantic idea: Service to others. A little indulgence never hurt anybody, but replacing that time (and money?) by giving it to others might be the most romantic Valentine’s ever.

And what about those who don’t have a Valentine. Without making it obvious, taking them to the movies, or to work out or inviting them over to eat might be the most loving thing someone could do on the holiday.

Yes, Valentine’s — like most other holidays — is on the brink of being overrun by commercialism.

But if we hearken back to the founding of this day and remember that “the greatest of them is love,” then we ought to be able to find a way to celebrate the holiday in a way that would reflect well on St. Valentine.